Marketing Processes and Planning: Strategic Analysis of Morrisons

This report provides a detailed analysis of marketing processes and planning, focusing on Morrisons, a major UK supermarket chain. It explores the concept of marketing and marketing operations, including the role of marketing in the 21st century and its relationship with other organizational functions like finance, operations, and IT. The report also examines the marketing mix (7Ps) comparing Morrisons to Tesco, highlighting differences in product offerings, pricing strategies, place/distribution, promotion, people, and processes. Furthermore, it discusses internal and external factors affecting marketing and includes a strategic marketing plan for Morrisons, outlining objectives, strategies, and implementation tactics. The document concludes with recommendations for improving Morrisons' marketing effectiveness. Desklib provides access to this and other solved assignments to aid student learning.

Marketing Processes and Planning

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Concept of marketing and marketing operations including the different areas and role of
marketing.....................................................................................................................................1
Role of marketing........................................................................................................................2
How the marketing function relates to the wider organisational context....................................3
PART 2............................................................................................................................................4
Marketing mix.............................................................................................................................4
Different marketing strategies.....................................................................................................6
Conclusions..................................................................................................................................7
Recommendations........................................................................................................................7
PART 3............................................................................................................................................7
Strategic Marketing Plan.............................................................................................................7
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is an important function within an organization and comprises of various
activities such as branding, sales, promotions, buying as well as selling of products and services
in order to create awareness among the customers as well as capture the attention of the potential
customers (Bizarrias and et.al., 2020). There are different marketing processes that are
undertaken by a company in order to ensure that the business operations are conducted in an
effective manner and that the marketing goals as well as objectives are achieved in an effective
manner. The different marketing processes include understanding the market as well as the needs
and preferences of the customers, developing an effective marketing strategy etc. The respective
report is based on the organisation, Morrisons, which is one of the largest supermarket chains in
the United Kingdom. The company was founded in the year 1899 by William Morrison and is
headquartered in Bradford, United Kingdom. The report will explain the role of marketing in the
21st century and the roles as well as responsibilities in marketing. Apart from this, the report will
also include a briefing paper which will identify and compare the extended marketing mix for
two selected ‘luxury’ non-food products/product lines.
PART 1
Concept of marketing and marketing operations including the different areas and role of
marketing
Marketing is one of the most important functions within an organization that helps it in
creating awareness about the products as well as services in the market among the customers. It
can be said that the main idea behind the marketing within an organization is to ensure that the
needs of the customers are satisfied by offering the desired product or service. Different
organizations adopt different approaches in order to market their products as well as services in
the market to ensure that there is an increase in the number of customers. On the other hand,
marketing operations is a function that is responsible for overlooking the different activities that
are carried out bu the company such as marketing programs as well as campaigns.
The marketing function works as well as interacts with different departments within the
firm. The finance branch provides a price range and an amount of money with a view to allow
the income branch to function efficaciously, even as also tracking the income made and the sales
performed (Czinkota and et.al., 2021). Finance may also closely reveal any costs that the
1

business has, and make certain the sales department are promoting enough merchandise for the
commercial enterprise to reap a earnings. The advertising department will want to work intently
with the finance department to make certain that there may be an ok price range to satisfy the
needs for research, advertising and distribution.The finance department’s position is to make sure
that the enterprise operates inside its financial skills. The advertising and marketing department
concentrates on sales extent and market percentage, while the finance branch is greater focused
on coins float, prices and paying returned investment. Marketing allows a company to achieve its
goals as well as objectives in an effective manner and this further helps in ensuring that the
functions are carried out in a proper manner.
Role of marketing
Marketing plays an important role for any organization and this is because it helps the
business to attract a greater number of customers and hence, increase the overall profitability
(Defining Marketing for the 21st Century, 2021). It can be said that one of the major roles that is
played by the marketing function within an organization is to reach out to the new customers and
make them aware about the various products as well as service offerings. Apart from this,
marketing also helps in creating a positive and strong brand image among the customers within
the market. Various other roles of marketing area as follows –
Digital Marketing – This is one of the most popular roles of marketing and with the
advancements in technology, many organizations including Morrisons have implemented digital
marketing into their systems. This has helped them in increasing their overall customer base as
well as create awareness among the customers.
Producing marketing and promotional content – Marketing function within the
respective company, Morrisons ensures that the website of the company is up to date so that the
customers get the latest information about the activities that are undertaken by the company.
Medium between the customers and the company – Morrisons has a dedicated team of
marketing wherein the individuals are responsible for listening as well as analysing the needs of
the customers and then convey the same within the organization in order to ensure that their
needs are satisfied.
Apart from this, the different roles in marketing include brand manager, marketing
manager, marketing specialist, director of marketing, marketing coordinator and consultant etc.
2

Customers need to be attracted by the company by either innovating the products and services or
introducing new products in the market.
Different areas of marketing
The different areas of marketing include visual marketing, search engine optimization,
product marketing, influencer marketing, brand management as well as promotions management.
The marketing function within any organization ensures that the activities carried out in the
different departments are effectively.
Internal and external factors affecting marketing
Because business environment inserts its impacts on enterprise achievement, scale,
imaginative and prescient, and improvement method, having absolutely know-how
approximately this issue have to be prioritized via leaders. On the contrary to internal elements,
outside elements are affecting factors outside and under no manipulate of the employer.
Considering the outdoor environment permits businessmen to take appropriate changes to their
advertising and marketing plan to make it more adaptable to the external environment.There are
numerous criteria considered as outside elements(Linneman and Stanton, 2020). Among them,
some of the maximum high-quality and critical elements need to listed the are contemporary
financial state of affairs, legal guidelines, surrounding infrastructure, and client needs. The inner
factors confer with some thing within the company and under the manage of the employer no
matter they're tangible or intangible. These factors after being discovered are grouped into
strengths and weaknesses of the business enterprise. If one detail brings tremendous outcomes to
agency, it's far considered as electricity. On the opposite hand, if a factor prevents the
improvement of the corporation, it's miles a weak point. Within the employer, there are
numerous standards need to be considered.
How the marketing function relates to the wider organisational context
The marketing unction relates to different functions within an organization. The respective
company, Morrisons has various organizational functions that work in coordination with each
other to make sure that the goals as well as objectives are achieved. The ways in which the
marketing function relates to the wider organizational context is as follows –
Marketing with Finance – Both marketing as well as finance are important functions that
help a business in conducting its business operations effectively. The finance function provides
3

funds to the marketing function for carrying out different activities such as promotions and
campaigns.
Marketing and Operations – The marketing function is responsible for understanding
as well as analysing the needs of the customers and then communicating the same to the
operations functions and hence, ensure that their needs are satisfied effectively.
Marketing and Information Technology – Information technology helps marketing
function to make informed decisions with the vast availability of the information about the trends
in the market as well as customers’ expectations.
PART 2
Marketing mix
The marketing blend refers back to the set of actions, or procedures, that a organisation
uses to sell its brand or product within the marketplace(Malinoshevska and Korzh, 2020). The
4Ps make up an average marketing blend - Price, Product, Promotion and Place. However,
nowadays, the advertising blend more and more includes numerous different Ps like Packaging,
Positioning, People and even Politics as critical blend factors. It helps recognize what the
products or services can provide for the customers(Yeniaras, Kayaand Dayan, 2020). It also
helps plan a hit product providing. Helps with planning, developing and executing effective
marketing techniques. Helps corporations employ their strengths and avoid useless fees. Tesco is
another big retailer in the UK market that provides the customers with appropriate products and
that too at affordable prices to ensure that their needs and preferences are met. The comparison
of the 7Ps of marketing is as follows–
Product –Product can be defined as the fee that is placed for a product. It relies upon on
charges of manufacturing, segment targeted, capacity of the marketplace to pay, deliver -
demand and a number of other direct and oblique factors. There can be numerous sorts of pricing
techniques, every tied in with an usual marketing strategy. Pricing can also be used a
demarcation, to differentiate and enhance the photo of a product.Morrisons specifically focus at
the freshness of their meals products by using preserving high satisfactory(Medvedeva, 2020).
They emphasize fresh ingredients constantly via facilitating the manufacturing departments to
make sure presenting the pleasant high-quality products. This corporation sells its products
through running five brands consisting of M cellar, M kitchen and M signature and Just for kids.
4

Tesco sells a huge kind of merchandise such as food, garb, desk bound, cosmetics, electronics,
economic services etc. With ever increasing product lines, it caters to each viable want of
customers. It sells products from extremely good manufacturers in nearly every product line. It
has its personal products too. Everyday Value, Tesco Lotus, Tesco Value, and F&F Clothing are
a number of Tesco’s personal manufacturers.
Price –Morrisons use diverse fee strategies in line with the needs and developments in
the market. They are continuously the use of price-leadership strategies in the UK marketplace to
ensure that rate could no longer be an issue for the consumers to buy their products. They use a
huge variety of pricing strategies in one-of-a-kind seasons(Peterson and Crittenden, 2020). They
very frequently use top class pricing for the high finance’s clients and a product package pricing
method for promoting bulk quantities of product at a low fee. Cost leadership is Tesco’s pricing
method. As a end result, the organisation maintains as low fee as feasible for its products and
services with none compromise with great. Tesco enjoys economies of scale and works
constantly with the suppliers to make the deliver chain efficient to reduce prices.
Place –Morrisons has numerous outlets across the UK and operates round greater than
six hundred stores in conjunction with 150 convenience stores. This enterprise additionally has a
big distribution channel inside the usa, seven nearby distribution centers, and one national
middle. Like many different retailers, Tesco uses two primary channels of distribution
specifically on-line and offline.
Promotion –Morrisons follows a completely effective promotional method to attract
clients. Various worthwhile schemes to the clients within the stores are very impactful to
reinforce the sales volume. They use numerous media channels as nicely to promote their
products. The use of diverse social media platforms will increase emblem consciousness and will
increase emblem value via making several commercials on those systems. Tesco has a strong
brand image which facilitates its promotional sports extensively. The organisation uses
television, newspapers, and other media stores to take its message to its clients.
People –Morrisons constantly attention on their personnel as well as their clients to cause
them to satisfied. They attention on hiring very well-skilled personnel who could be able to
control the diverse problems in the course of the enterprise’s operation(Pride and Ferrell, 2021).
Tesco has a fantastic quantity of client assistants who play an exceptionally essential role in the
5

success of the employer. The personnel are usually capable, and Tesco invests a huge quantity
time and money in employee education and development.
Process –Morrisons numerous operation processes are very impactful to cause them to
more productive and well suited inside the retail area. They always recognition on enhancing the
logistic and deliver chain procedure to make certain that their products will constantly be
sufficiently to be had in all stores and shops. In Tesco’s offline shops, clients pick up their
merchandise and visit consumer assistants to pay. They can also use self-carrier machines to
make payments.
Physical Evidence -The control of Morrisons usually specializes in making attractive
packaging to enhance their product offerings’ visibility(Sánchez-Teba, García-Mestanza and
Rodríguez-Fernández, 2020). They additionally invest plenty cash to enhance the first-rate of the
packaging. Tesco has an wonderful logo, and makes green use of colours. Offline stores are easy
to navigate with all products well categorised which make it smooth for clients to find their
products.
Limitations
One of the first limitations of the marketing mix is that there is a requirement of
significant cost as well as time. Apart from this, a lack of standards and transparency can make it
difficult to make decisions as well as get details about various aspects. Also, data that is not
organized properly can affect the overall decision-making process and the validity of the results
as well.
Different marketing strategies
It is essential for organisation to use effective and efficient marketing strategies as well as
tactical approaches in order to successfully perform organisational practices. strategic marketing
considers the drawn out objectives of your organization, for example, expanding your business,
investigating new socioeconomics, or making another brand. Tactical marketing regularly
includes creating drives, building sites, setting advertisements, and following up. It incorporates
publicizing, deals advancements, and different exercises that straightforwardly support your
strategic marketing plan (DO, 2021). Strategic marketing is the idea while tactical marketing is
the activity. Marketing strategy which is consider by Morrisons is to provide high quality
products and services to customers at affordable prices. Whereas other company that is Tesco is
considering different tools and approaches for marketing of its products and services in large
6

market area. Through this it is able to attract more and more customers towards business.
Tactical approach that is consider by Morrisons organisation is providing different types of
discounts and offers in order to successfully meet with different needs or wants of customers.
Where as Tesco company is considering tactical approaches of using social media platform for
successfully and effectively conducting marketing practices. These are significant in order to
successfully accomplish desired objectives of respective business along with this it helps in
meeting with the requirements of customers.
Conclusions
Through this it has been concluded that it is important for organisation to successfully
perform different marketing practices with the motive of attaining desired goals and objectives. it
is essential that right and accurate marketing practices are performed so that required information
to customers could be provided to customers and this will help in attracting more and more
customers towards business (Kinlen and Golding, 2021). strategies marketing and tactical
approaches play significant role in order to influence performance level of business and meeting
with desired goals. Marketing strategies will lead to provide direction to company for increasing
sales and profitability of business.
Recommendations
There are some recommendations for Morrisons company that will lead to significantly helps in
creation of marketing strategy for the new Luxurious product line. This will lead to enhance
overall performance and productivity of business along with the accomplishment of desired
goals. It is recommended that Morrisons company needs to focus on attracting right customers
who have potential to purchase Luxurious product so that organisational sales could be increase.
It is recommended to consider social media tools and platforms in order to effective marketing
practices could be conducted. Social media tools will assist in conducting marketing activities in
more creative and innovative manner in order to meet business objectives.
PART 3
Strategic Marketing Plan
Strategic marketing plan can be describe as the process which is consider by organisation in
order to successfully and effectively conducting marketing practices. It is important that
Morrisons company is considering appropriate marketing plan with the motive of accomplishing
7

desired goals and objectives (Schulz, 2021). This is significant for providing proper guidance
and direction to company for correctly performing marketing activities. The strategic marketing
process is a conscious series of steps to assist you with recognizing and arrive at your objectives.
Strategic marketing planning includes defining objectives and objectives, dissecting internal and
external business factors, item planning, execution, and keeping tabs on development.
 Organisational mission – The mission of Morrisons company is to become the one of the
largest company in retail market area by providing high quality products and services to
customers.
 Corporate strategy – Morrisons corporate strategy include to be more competitive by
offering better quality products or services to customers as compare to other rival
companies.
 Objectives – Objective statement of Morrisons company is to serve customer better with
the motive of increasing customer loyalty as well as retaining them with in organisational
for longer term.
SMART marketing objectives.
SMART marketing objectives refers to the specific, measurable, achievable, realistic and
timely accomplishing of goals. In order to correctly and accurately performing marketing
practices it is essential for Morrisons company to develop SMART objective in order to correctly
perform marketing practices. SMART marketing objectives are effective for providing proper
guidance and direction for successfully conducting business practices. SMART marketing
objectives are mention below –
“To launch a new Luxurious line of food products for exploring new and distinctive market
segment with the motive of attaining rapid growth by 15 % in 6 months time duration.”
Marketing research
It is essential to conduct effective market research that will help in successfully launching
of new product line in respective market area (Elsayed Fayed, 2021). It is crucial that Morrisons
company is focusing on analysing and determining different factors of business so that
appropriate decision could be taken for accomplishment of desired goals. Marketing research
will assist company to identify different factors that could lead to have major impact on business
performance and practices.
8

Situational Analysis
This can be describe as the analysis of different elements and aspects related to Morrisons
company so that right decision could be taken for overall growth and development of business.
there are different aspects that will help in effective situational analysis that includes -
Marketing Audit
Marketing audit can be explain as the comprehensive, systematic analysis of the business
environment related to marketing practices of organisation (SUH, 2021). A marketing audit is an
extraordinarily helpful apparatus that marketers can use to completely understand the current
marketing ecosystem available to them, detail an unmistakable marketing procedure, and address
any fundamental issues that might be uncovered through the audit cycle. In this Morrisons
organisation needs to analyse internal and external market area that will lead to affect business
performance and productivity. SWOT analysis is mention below in context of Morrisons –
Strengths Weaknesses
The major strength of Morrisons is that it is
providing large products portfolio to its
customers such as beverages, cloths, food and
so on in order to meet with different needs of
customers.
There some weakness of Morrisons company
which is negatively affecting its business
performance. Limited geographical area as
compare to other companies is its major
weakness.
Opportunities Threats
There are different growth and development
opportunities available for Morrisons company
that will lead to influence performance of
business. This company needs to increase
market area with the motive of attracting more
and more customers.
Morrisons company have major threat form its
competitors business practices. There are
different strong companies which is conducting
its practices in same market area.
Limitations
Limitations of the SWOT analysis can include that it does not prioritize the specific
issues as well as threats that the company will have to deal with and also, it does not provide
solutions or any alternative decisions to a particular problem. In other words, it can be said that a
9

SWOT analysis helps in providing various ideas for the problem, but it does not make the
solutions specific and clear to the management of the company effectively.
Competitor Analysis
Market segments can be classification of market area into several parts so that right and
accurate customers of respective company could be identified. Morrisons company needs to
divide its market segments on the basis of behaviour, psychological needs, geographical needs
and demographic needs (Aguyo and et.al., 2021). All of these will assist in classifying large
market area into smaller parts so that desired market segment could be targeted by respective
organisation. Respective company is considering market segment which is look for price,
convenience as well as fresh products in order to meet with the requirements of customers.
Limitations
Limitations include that there can be a misinterpretation of the information and this can
affect the overall decision making of the respective company, Morrisons. Also, sometimes it can
limit the profit margins of the company if the analysis is not done properly.
New product value-proposition
It is essential for Morrisons company to successfully and effective conduct the
articulation of the new product value proposition in the eyes of customers with the motive of
influence and encouraging them to purchase products and services of respective company.
product value proposition can be describe as the statement which is effective for providing
product features, uses as well as differentiators with the consideration of customers wants and
needs. Morrisons company is conducting its value proposition in the eyes of customers by
providing high quality and luxurious products that is significant for meeting different types of
needs and wants of customers in accurate manner.
Marketing Strategies
Marketing strategies can be describe as the action plan that is consider by organisation to
successfully conduct business marketing practices as well as attaining desired goals. This is a
process that help in promotion and advertisement of products and services in market area.
Marketing Strategy is the drawn out planning of business objectives that the organization needs
to accomplish. For these to be accomplished pick well the particular activities to combine the
standing of items and administrations or increment deals in the market (Coelho, 2021). Using
10